Mobile Marketing: Corporate Plans Don't Make Sense

(From Wireless Watch Japan Video Newsmagazine, No. 43, Dec. 2, 2002)

Video: http://www.wirelesswatch.jp/modules.php?name=News&file=article&sid=179
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Summary:
"Business mouths are watering at the opportunity for location-based marketing," says professor Philip Sidel of the International University of Japan. But it ain't necessarily so, and Sidel states: "We believe that previous authors have adopted a much too simple framework for 'contextual marketing'." His exhaustive research offers surprising results to those who would sell via cell.